Men’s grooming registered significant growth in 2021, which far exceeded sales achieved pre-pandemic, therefore overcoming the downturn related to restrictions and home seclusion in 2020. Particularly dynamic performers were premium men’s fragrances, men’s skin care and men’s razors and blades.
Chilean males are generally showing greater interest in self-care and their appearance. This is encouraging multinationals to continue to develop this trend in Chile, predicting that local demand is likely to further rise.
While Unilever (Axe, Dove, Rexona Men) retained its leadership of men’s grooming in 2021, L'Oréal was a particularly dynamic performer, significantly increasing its share and moving up two positions to rank second overall. This was mainly due to its strong performance in premium men’s fragrances, a solid distribution and sales network coupled with the greater financial capacity of local consumers in 2021, which created positive conditions for L'Oréal to thrive.
Chilean men are traditionally known as being fairly conservative in their preferences, but this perception is being gradually eroded, with younger generations increasingly questioning pre-defined concepts of masculinity. Therefore, a growing number are interested in men’s grooming and are willing to buy a range of products across the category.
2022 is an opportunity for companies to continue developing strategies to attract potential customers by offering more specialised and quality products that are more sustainable, since the pandemic has made consumers increasingly aware of topics such as sustainability in addition to customer service and a better shopping experience. Moreover, major department stores and beauty specialists in the country in addition to players are expected to see an opportunity to strengthen the position their private label products in the category by offering competitive prices and promotions.
Major players have taken steps to restructure their sales strategies by prioritising distribution channels such as e-commerce, identifying the change in consumer habits as a result of the pandemic. They also understand the importance of highlighting that they are concerned about the welfare of customers and sustainability issues, with the aim of strengthening brand loyalty while introducing innovative products.
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Understand the latest market trends and future growth opportunities for the Men's Grooming industry in Chile with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Men's Grooming industry in Chile, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Men's Grooming
This is the aggregation of men’s shaving products, men’s toiletries and men's fragrances.
See All of Our DefinitionsThis report originates from Passport, our Men's Grooming research and analysis database.
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